KR20120044393A - System and method of marketing beauty products - Google Patents

Abstract

PURPOSE: A beauty products marketing system and method thereof are provided to increase the accessibility of beauty products by directly marketing the beauty products to target clients through reliable private marketing ways. CONSTITUTION: A visual display unit including information related to beauty products is provided(310). The visual display unit is installed at a location where male clients frequently find(312). The beauty products are arranged at the location(314). The beauty products are selectively arranged on the visual display unit(316). When the beauty products are located at the location, the beauty products are provided to clients in the location(318).

Description

Systems and Methods for Marketing Beauty Products {SYSTEM AND METHOD OF MARKETING BEAUTY PRODUCTS}

The present invention relates to a system and method for marketing a beauty product, and more particularly, to a system and method for marketing a beauty product to a male customer at a male-frequented venue.

Male customers may find it difficult to buy beauty products and skincare products in both a psychological and realistic environment. As used herein, "beauty products" are skin care products for men's skin care, anti-aging products for anti-aging, hair care for hair care ( hair care products, perfumes, and other similar cosmetics and grooming items for embellishments. There are several reasons why male customers have trouble buying beauty products and why a beauty supply company has difficulty targeting these customers.

First, male customers usually need to be well-informed and properly trained in order to make purchasing decisions. There are many male-oriented beauty products on the market for male customers to choose from. Male customers may be unfamiliar with these products and feel uncomfortable asking their friends and family to recommend them. Therefore, male customers usually need to be properly trained in stores.

Human skin is the largest organ of the human body. The skin helps to protect the body from bacteria and infections, and has a variety of functions including regulating body temperature and secretion. Like regular exercise and a balanced diet, proper skincare is an important part of a healthy lifestyle for both men and women. As an expert in skincare, grooming and anti-aging products, the beauty industry should be in the best position to educate and persuade male clients about the need for proper skincare as part of a healthy lifestyle, but deliver this message to male clients Conventional marketing efforts by the beauty industry have been ineffective. Indeed, these marketing efforts, sometimes sending messages that skincare is only for women, were sometimes counterproductive. Conventional advertising campaigns, product promotions, and superficial brand awareness attempts have failed to take into account the psychology and shopping habits of male customers and lay the foundation for male clients to accept beauty routines as part of a healthy lifestyle. It did not provide practical education, the decisive first step.

Second, there are weak spots where male customers access beauty products. Pharmacies and grocery stores have limited choices and often have low quality products. These stores also do not provide salesmen to answer questions about the product. High-end department stores have a wider choice and hire salespeople, but customers often feel awkward and burdensome to buy something. The customer usually has to interact with the salesperson to make a purchase decision, which can make the customer feel less private and more burdened when making a purchase or leaving the store. Again, salespeople are usually only familiar with one or several selected brands. Beauty salons and spas have very knowledgeable beauty consultants, but these spas are usually expensive and not available to a broad male audience. In addition, male customers may feel uncomfortable visiting these spas and salons frequently. Finally, the informational advertising of websites and televisions enables viewing without the pressure to buy, but does not give customers the opportunity to inspect or question the product and return. This can be difficult. Customers may also find it difficult to gauge the reliability or quality of products sold on television or the Internet. Thus, many male customers do not have a sustainable routine for shopping of beauty products.

Third, many beauty products do not provide enough information on the packaging to allow male customers to make decisions. Some packages include a telephone number where you can contact the manufacturer of the brand, but this is usually our telephone number and not a dedicated line to provide help. These companies also close for most of the time male customers usually shop. Packaging and labels for beauty products usually follow a familiar layout and design that identifies the product as part of a beauty product line and does not attract the attention of male customers. As a result, because male customers do not have access to the product, they do not know about the product and the benefits of daily skincare routines.

Fourth, many beauty companies find it difficult to market their beauty products to male customers in a way that male customers can actually find attractive and seductive. Male customers usually need to be trained on the diversity and proper use of these products. Equally important, male customers need a comfortable private environment to inform their purchasing decision. Currently, the vast majority of beauty beauty suppliers spend most of their marketing budget on women. Most small beauty products suppliers have difficulty competing with the advertising budgets of large companies and, besides providing comfortable, dedicated retail outlets for male customers, invest in training for male customers. It is impossible to market effectively to everyone.

Thus, the existing practices, methods, and systems that the beauty industry uses to market male beauty products are fundamentally flawed and do not account for significant differences in the preferences of male and female consumers. Conventional beauty venues with dizzying displays and cute salespersons and beauty consultants can be very uncomfortable for male customers. As a result, men rarely shop for beauty products in these conventional retail beauty-related places, making it difficult for the beauty industry to educate and persuade men about the necessity and proper use of beauty products. The cosmetics industry's efforts to market men's products have been limited to marketing to female consumers trying to purchase men's products, or limited to inefficient marketing campaigns targeting male consumers that fail to address many of the problems identified above.

Just as the beauty industry is dealing with these issues, the retail automotive industry is facing its own new challenges. As the auto industry and car service industry become more competitive, they are constantly looking for products to diversify their services and increase revenue. For example, an oil change store that changes oil quickly is usually a transmission lubricant change, fuel injection cleaning, and radiator flush, even if the vehicle owner simply wants to change the oil. New maintenance services, such as windshield crack repairs, dent repairs, bottle cleaners / additives, windshield wipers, windshield glass treatments One can expect to increase service tickets by selling add-on products such as glass treatments, fuel line magnets and filters to vehicle owners. Some car service providers have extended their services to the sale of automotive and road travel accessories such as sunglasses, air fresheners, GPS devices and satellite radios. In the past, however, these extra products were limited to automobile / car or travel related services and articles. In addition, customers can shop these non-service related items easily and comfortably anywhere. Thus, suppliers in the automotive and automotive service industries, including wholesale suppliers, retail suppliers, equipment suppliers, component suppliers, and service suppliers, diversify their services and give them a competitive edge. And benefit from new ideas and products that increase their revenue.

Of course, the need to secure this competitive advantage is not confined to the automotive industry, and many other men's favorite businesses can benefit from new products that diversify what they offer and appeal to customers. For example, home improvement, electronics, sporting goods, and other types of retail stores, as well as sports and recreation venues, typically expect new products that can be added to a list of items that attract customers, such as, for example, male customers. .

Therefore, there is a need for a new marketing model for marketing beauty products to male customers in places where men frequently visit.

The present invention relates to a system and method for marketing a beauty product, and more particularly, to a system and method for marketing a beauty product to a male customer at a place where men frequently visit. In one embodiment, the method includes acquiring a display having an advertising space for a beauty product, placing the display at a place where men frequently visit, and displaying information about the beauty product and the beauty product on the display. Providing access information. The display may be, for example, a freestanding kiosk or a display case. Frequently visited places for men are auto-related stores, such as auto parts stores or service centers, or non-automotive non-automotive stores, such as electronics stores, home improvement stores or sports venues. It can be a place. The display and / or the beauty product may be configured to match one or more features of a place that men often seek, so that the beauty product is in harmony with the surrounding environment. For example, in a car-related place, automotive terminology and themes can be used to advertise the product, and beauty products can be packaged and labeled to match the automotive product. By influencing the features and characteristics of places that are frequently visited by men whose customers are already familiar and comfortable, the system brings new products to the customers of the place in a familiar and easily recognizable manner. Thus, the system encourages customers to access and know beauty products, ultimately purchasing them and incorporating them into a healthy lifestyle. The method is cost-effective, economical, which directly advertises a cosmetic product to a target consumer and provides access to the cosmetic product, without the drawbacks associated with conventional advertising and marketing through retail channels. It provides a convenient, comfortable, reliable, and private way.

In one embodiment, a system for marketing a beauty product to a male customer includes a beauty product for a male customer; Places frequented by men that perform a major line of business unrelated to the beauty product; A visual display located at a place frequently visited by the man and providing information about the beauty product; And a product identifier for dispensing in places where the man frequently seeks and for identifying the cosmetic product. The beauty product is configured to include the characteristics of the main business line of places that men often visit.

In one embodiment, a system for selling a beauty product to a male customer includes an automotive venue that provides a car service or product; A cosmetic product configured to include a feature of the automotive service or product; And a visual display located at the vehicle-related location and including vehicle graphics that provide information about the beauty product.

In one embodiment, a method of marketing a beauty product to a male customer includes providing a product or service for a car to a place that men frequently visit, conducting major automotive businesses not related to the beauty product; Providing a visual display having information about a beauty product for a male customer; Configuring the beauty product to include features of the automotive product or service; Placing the visual display at a location frequently found by the male; And providing a beauty product for sale at a place frequently visited by the man.

In one embodiment, a method of marketing a beauty product to a male customer includes providing a product or service for a car to a place frequently found by men in a major automotive business not associated with a beauty product; Providing a web page having information about a beauty product for a male customer and having a feature of an automobile; Providing a visual display having information about the beauty product and providing an address of a web page for the beauty product; And installing the visual display at a place that the man frequently visits.

In one embodiment, a packaging container for grooming products for male customers includes a box portion having a front panel and a rear panel; Grooming products located within the box portion; And a window in the front panel of the box portion for viewing the grooming product. The packaging container is configured similarly to a bottle of automotive oil, so as to remind the automobile in the grooming product.

In one embodiment, a method of marketing a beauty product to a male customer includes providing non-beauty related services to places where men frequently visit, having a major line of business unrelated to the beauty product; Providing a visual display having information about a beauty product for a male customer; Placing the visual display at a location frequently found by the male; Placing a beauty product in a place frequently visited by the man; And providing a beauty product for sale at a place frequently visited by the man. The cosmetic product includes features of the non-beauty service, such as automotive-themed graphics, labels or instructions.

In another embodiment, a method of marketing a beauty product to a male customer may include providing non-beauty related services to places where men frequently look for having a major line of business unrelated to the beauty product; And providing a visual display having information about a beauty product for a male customer at a place where the male frequently visits. The visual display is configured to attract a male customer's interest in the beauty product. For example, the visual display may include graphics, symbols, and instructions that match the graphics, symbols, and instructions of a place that the male frequently visits. The method also includes providing additional information about the beauty product to places where the male frequently visits in response to the male client's response to the visual display; Handing out a product identifier of the beauty product to a place that the male frequently visits; And providing the beauty product to the male customer based on the product identifier.

In another embodiment, a method of marketing a beauty product for men includes: obtaining a visual display having information about a beauty product for men; Providing the visual display to a place frequently visited by men with a major business line unrelated to the beauty product; Configuring the visual display to attract a male customer towards the visual display; Attracting the attention of the male customer to provide the male customer with additional information about the beauty product on the visual display; And distributing material for identifying the cosmetic product to places where the man frequently visits. The material may be a leaflet of the cosmetic product, formatted and organized as a flyer of a service or product provided by a major business line, such as oil change or other automotive service, for example. .

In another embodiment, a system for marketing a beauty product to a male customer may include: a place frequented by men, performing a major business line unrelated to the beauty product; A visual display provided at a place that the male frequently searches for and displaying information about the beauty product; And means for handing out a product identifier for identifying the beauty product that is located at a place frequently found by the man. The visual display is configured to attract the attention of a male customer.

In another embodiment, a system for marketing a beauty product to a male customer includes a visual display that is installed at a location that a male frequently visits and that has information about the beauty product targeted at the male customer. The visual display is configured to arouse interest of the male customer in the beauty product. The system also includes means for providing additional information about the beauty product to places where the male frequently visits as inducing interest of the male client; Means for distributing a product identifier of the beauty product to a place frequently visited by the man; And means for providing the beauty product to the male customer based on the product identifier.

1A is a front view of a marketing system according to an embodiment of the present invention.
Figure 1 (b) is a side view of a marketing system according to an embodiment of the present invention.
2 is a perspective view of a marketing system according to an embodiment of the present invention.
3 is a flowchart of a process for marketing a beauty product according to an embodiment of the present invention.
4 is a flowchart of a process for marketing a beauty product according to an embodiment of the present invention.
5 is a flowchart of a process for marketing a beauty product according to an embodiment of the present invention.
6 is a flowchart of a process for marketing a beauty product according to an embodiment of the present invention.
7 is a front perspective view of a system for marketing a beauty product at a place frequently seen by men, according to an embodiment of the invention.
8 is a front view of a beauty product configured to match the features of a car-related place, according to an embodiment of the invention.

The present invention relates to a system and method for marketing a beauty product, and more particularly, to a system and method for marketing a beauty product to a male customer at a place where men frequently visit. The method usually includes providing a visual display where the male customer is, although the male customer may or may not be willing to shop for a cosmetic product. The visual display may include information about beauty products for sale, including brochures, advertisements, posters, and other paper or electronic display media. Information about the cosmetic product may also be provided by a telephone help line, website access, and / or audio device. For example, a customer who arrives at a place for other purposes, such as leaving a car for maintenance or repair, or shopping for sporting equipment, hardware, or electronics, sees the display, and has more information about the product offered. You can decide whether you want to access the display to find out. This visual display may include or be installed with storage space for beauty products for sale so that the customer may simply pick up the product and purchase it at the counter along with other goods or services that the customer intends to purchase.

In one embodiment, a system for marketing men's beauty products at places that men frequently visit may be fully integrated with those places by including the features or characteristics of places that men frequently visit. The visual display, the product identifier, and the beauty product itself are configured to match one or more features of the place men often look for, providing a consistent visual effect that blends well with their surroundings. Visual displays, product identifiers, cosmetic products, and other components of the system use packaging styles, terminology, descriptions, labels, and graphics used in non-beauty services provided in places where men frequently visit. As a result, the system presents the new product in a way that is familiar to the customer at the location and easily understood. Thus, the system encourages you to access and learn about beauty products and ultimately purchase them and include them in a healthy lifestyle.

As used herein, the terms "male-frequented store" or "male-frequented place" are not limited to shops or places that are tailored to or attract only male customers. Instead, this simply means a store or place that attracts a large number of male customers from the general male population. Of course, this store or place may be where the main customer is a male customer, such as a store or place that mostly attracts male customers. In some embodiments, the place men frequently look for is primarily for male customers and attracts far more male customers than female customers. Exemplary embodiments of the present invention are aimed at places where men frequently visit, where the core or main business is not associated with grooming or beauty products. For example, the site will exclude barber shops or male hair salons. The term "store" also includes, but is not limited to, a retail store, a service shop, and a service station. The term "venue" includes, but is not limited to stores, sports venues, and recreational venues. Finally, male customers are considered adult male customers, not children.

The present invention provides a system and method for marketing a beauty product to a male customer where such a man frequently seeks. The method includes providing information on a beauty product for men on a visual display, and a retail space at a place that men frequently visit, such as auto parts stores, car service stations, or home improvement stores, or Providing a visual display in the waiting room. In one embodiment, the method also includes providing advertising and information about the beauty product on the display, providing the beauty product to the store, and making the beauty product available for purchase in the store. In one embodiment, the visual display is part of a kiosk or kiosk that grabs the male customer's interest when the male customer waits for non-beauty related services provided at places where men frequently visit. Visual displays can capture customer interest by including images and phrases that are frequently used by major businesses in places where men frequently visit and are familiar and easily recognizable to the customer.

1A and 1B show an embodiment of a system for marketing a beauty product. In the illustrated embodiment, the system includes a kiosk 10, which may be a self-supporting display suitable for a specific place in a stand-alone, retail or waiting room. The kiosk 10 includes a video unit 12, such as a television that broadcasts a recorded program relating to a product for sale, or a computer monitor that executes software that provides access to a website of a product or beauty supply company. . Adjacent to the kiosk is an advertising space 14 for informational and promotional displays, such as electronic displays or paper displays. The kiosk 10 also includes a holder 18 for a storage space 16 for a cosmetic product, a brochure, a flyer, or other printed material provided for sale.

The kiosk 10 may include a ticket dispenser or holder 20 for handing out product identifiers, such as a pick-up slip or tiket, used to find a product, which the customer may have behind the counter. You may take the appropriate beauty products to your salesperson or cashier from your locked cabinet, or other restricted area. In this regard, a slip or ticket is used to identify the product to be purchased. In addition, instead of carrying a slip or ticket in hand and going to the cashier, the slip or ticket may be electronically delivered to the cashier via a wired or wireless data communication link. These receivable slips can be used to advertise a kiosk's beauty product, if the product itself is not stored in the kiosk. In this case, the kiosk 10 appears like the kiosks of FIGS. 1A, 2B, and 2, but may lack storage space 16. When the receipt slip is used, the storage space 16 is unnecessary in the kiosk itself, so that the storage space 16 is the advertising space 14, the brochure holder 18, the ticket holder 20, and the video display 12. Can be replaced with other information displays and holders.

While the embodiment of the system in FIGS. 1-2 represents several components of the system of a self-contained kiosk, those skilled in the art will appreciate that the various components may be spread throughout a place frequently found by men. It should be appreciated that the components may be included, or may even include components (eg, a web server) outside the places that men often visit.

In another embodiment, beauty products are not actually sold in places that men frequently visit. As with the ticket holder embodiment, the kiosk 10 or other visual display will include an information display such as an advertising space 14, a brochure holder 18, and a video display 12, but the actual storage space for the cosmetic product. There is no need to include. In this embodiment, the visual kiosk 10 identifies a beauty product (eg, name or product number) and directs a male customer to a website, phone number, or other retail store from which the beauty product can be purchased. Distribute product identifiers such as printed materials, flyers, brochures, and / or free product samples. For example, in this embodiment, the customer does not include a storage space 16 in the kiosk 10 of FIGS. 1A and 1B, but the customer may be able to purchase the advertised beauty product at a particular website or store. May include video, brochures, electronic media such as cds and dvds, and / or free samples. As such, a beauty product supply company may advertise to a male customer in a place that men often visit, but it does not have to actually store the beauty product in the store.

Product identifiers handed out from places that men often look for can help identify the product to be purchased. The product identifier may be a paper ticket, flyer, brochure, or other similar printed matter, or a free sample of a beauty product. The product identifier may include, for example, a product name, an SKU number, a UPC code, a barcode, a product description, a product source, or other information that may identify a cosmetic product. The product identifier may also be provided as an electronic message, such as an email, e-ticket, or text message that allows identifying the source and / or beauty product of the beauty product, such as the supplier and its website address. have. For example, a customer may register to receive an email about a beauty product, and then the customer may read about the product at home and go to the beauty product supply company's website to purchase the product. In one embodiment, a user orders a product at a cosmetic product supply company's website using a computer in a visual display, and the customer receives an email or text transaction confirmation of the order. The user can also add products to the virtual shopping cart for later purchase by logging into the website. Thus, the product identifier may be an electronic ticket, receipt, or message that the user will later access with his mobile phone or computer.

The kiosk 10 may include a communication device that communicates via a communication network to provide information to a customer. A communication network is any wired or wireless network of the prior art, such as, for example, a local area network, a private wide area network, or a public wide area network such as the Internet. Can be. For example, the kiosk 10 may include a computer that can access a beauty provider's website via the Internet. The customer can read the website at the kiosk and order from there. Computers can process customer orders over the Internet. Instead of or in addition to placing an order, the customer may register to receive an email or text message with information about the cosmetic product. In another embodiment, the communication device is a phone, and the customer can call to get information about the product and order through the phone.

If a beauty product is actually sold in a place where men often look for it, the cashier that finally sells the beauty product is the same as the cashier that sells the product or service, the store's main business line. That is, the purchase of a beauty product does not require a separate cashier or a counter, and the beauty product may be purchased from a regular cashier or a calculation towner that a customer normally uses when purchasing a non-beauty product at the store. Thus, places frequently found by men can provide non-beauty services or products (such as oil exchange or auto parts), and can also provide beauty products without the need for a separate cashier or separate employee.

FIG. 1B shows a side view of the kiosk 10, showing additional storage space 16 and advertising space 14. Other features of the kiosk 10 are optional, and the kiosk 10 may be customized for each beauty supply company to include the desired configuration for product storage, information display, advertising, video display, and the like.

2 shows a kiosk 10 'according to another embodiment of the present invention. The kiosk 10 'also includes an optional helpline 22 that customers can use to call the manufacturer of the cosmetic product to inquire about the product. The kiosk 10 'may display several consultation telephone numbers for the customer to call. The customer can call using a mobile phone or telephone 22, if any.

The kiosk 10 ′ may also include an optional door or wall 24 extending from the side of the kiosk 10 ′ to conceal the customer from view to provide privacy while the user is viewing the cosmetic product display. have. Although only one wall 24 is shown, the kiosk 10 'may have several walls in several places to provide privacy to the customer. These walls 24 are removable so that the kiosk can be arranged in various configurations, more openly or more privately. The kiosk 10 'may also be closed or locked when not in use, protecting the advertising display and / or the cosmetic product inside the kiosk. Kiosks provide a comfortable, relaxed and convenient environment without the burden of buying goods, where customers spend a lot of spare time (e.g. nothing important to do while waiting for car service), It can be dedicated to something that catches their eyes, such as a display provided through a kiosk with certain initial information about it. When a customer is waiting for a non-beauty related service, once the customer's initial interest is triggered by the display, the customer is somewhere else where men often find kiosks or provide additional information (shears, brochures, video displays, etc.). You can find more information about beauty products here.

A system for marketing beauty products

Self supporting kiosks, independent freestanding displays, display cases, video, or counter-top, table-top, or wall displays It includes. In one embodiment, a system for marketing a cosmetic product includes a vending machine. The vending machine receives the identification of the cosmetic product and associated payment information and then automatically presents the product at the vending machine instead of having the cashier manually retrieve the product and provide it to the customer. According to another embodiment, the system includes an advertising space, an information display, a visual display, a storage space, and a support structure. If the visual display is a countertop or tabletop display, it may be designed to be placed on top of an existing counter or table, or may include its own support table or stand. In one embodiment, the system includes: (1) storage space for merchandise for sale that a user can easily pick up and examine in detail; (2) Appropriate training materials, leaflets, brochures, flyers, and booklets for the product being sold or displayed; (3) clearly visible telephone numbers (and optionally courtesy phones) for direct or technical support telephones where customers can call; (4) a clearly visible web address (and optionally a computer accessing that web address) where potential customers can inquire about the product on the display or get more information; And (optionally) (5) a video display that repeatedly displays product information to assist the customer in making a decision when purchasing a product on the display. This video display may generally include a touch screen feature that interacts with the customer to answer questions or provide the most important part of the product. The video itself may be the entire visual display, without any other support structures or features, or with other features such as kiosks, storage spaces, and other structures, as shown in FIG. It can be integrated into larger visual displays.

In one embodiment of the invention, a system and method for marketing a beauty product to a male consumer is configured to include or conform to one or more features of a non-beauty place where a visual display is located so that the beauty product is in harmony with the surrounding environment. Provision of a visual display. For example, in a car-related place, beauty terms can be advertised using automotive terms and themes, and the beauty products can be packaged and labeled to match the automotive product. By using the features and characteristics of men's favorite places that customers already find familiar and comfortable, the system offers new products to customers of men's frequent places in a familiar and easily recognizable way. Therefore, the system encourages customers to access and learn about beauty products, ultimately purchasing them and integrating them into a healthy lifestyle.

The visual display of beauty products and the environment in which men are frequently seen, where beauty products are displayed, attract male customers, educate and sell male customers. As noted above, showrooms, displays, and waiting rooms in a car-related environment, such as a place that functions to sell, maintain and repair a vehicle, are traditionally tailored to the taste of male consumers. The captive male audience, who is stuck in place, is the optimal environment and timing for educating men about the need for proper beauty care. In car-related places (or places that other men often describe here), the environment is relaxed and not intimidating, so male customers generally shop comfortably and share their interests voluntarily. Many conventional beauty retailers are tailored to female customers and usually attract a large male audience and do not educate them on the benefits of proper beauty routines. In the automotive industry, both detained male and female audiences are key business benefits.

However, despite the ability to capture the audience, the automotive industry currently does not have a structured strategy to take advantage of this window of opportunity. When customers wait for oil changes, brake services, tires or other services, a window of important 15-60 minute opportunities, such as the importance of new and beauty products and healthy skincare routines to these audiences. It is a valuable time to educate this audience on new products and concepts. For the automotive industry, this is also a very competitive industry extra income opportunity. Detained audiences, convincingly educated on the importance of proper beauty routines, will be greatly stimulated to purchase beauty products on the display of car-related venues.

The comfortable environment of automobile-related (or other men's frequented) locations often breaks the physical barriers that have prevented male customers from shopping for beauty products at beauty retail stores. In a further embodiment of the present invention, visual displays, product identifiers, beauty products, and other components of the system are not only located in places that men often look for, but also exhibit one or more features or similarities of places that men often look for. Or configured to match it. Thus, beauty products are perfectly matched to the surroundings, providing the client with a visual invitation that is familiar and easily recognizable. The integration of the beauty system with non-cosmetic products and services provided in places where men frequently visit helps men lead to their beauty products by exhibiting features that are familiar and already known to male customers.

 Thus, places frequented by men provide an opportunity to reach detained audiences in a relaxed and natural environment, thereby resolving the physical barriers that frequently prevented male customers from shopping for beauty products in beauty retail and department stores. The construction of a system that goes well with the non-beauty business offered by men's favorite places removes psychological barriers by leading male customers to the display and then educating and convincing them of the appropriate skincare needs. The composition of this system, combined with non-beauty businesses, also helps to overcome the psychological barriers of business owners as well as male customers. For example, the composition of a beauty product with a car-related theme helps some auto shop owners overcome some hesitation about providing beauty products for sale, as the product is in harmony with the environment and does not cause discomfort. Gives.

Thus, according to an embodiment of the present invention, the visual display is installed in a place where a man frequently searches, and is configured to match the surrounding environment of a place where a man frequently searches. Visual displays draw product identifiers (brochures, leaflets, etc.) to attract male customers, educate male customers about products and brands in a familiar and easy-to-understand way, and identify and provide additional information about the product. The beauty product itself may also be configured to match or include the characteristics of the place men often visit.

For example, in one embodiment, a place that men frequently visit is car-related places, and brochure (s), visual display (s), beauty products, and product identifiers are car themes that are in perfect harmony with the car-related environment and Much like a car, it is designed to identify and disseminate information about beauty products that are characterized by similar male car appeals to attract male customers and educate them about the proper use of men's beauty products. The use of graphics or terminology very closely mimicking automotive aftermarket products that are familiar to men can be further complemented by product logs and tag lines unique to the vehicle. The use of graphics, packaging, terminology, and visuals (brochures, flyers, samples, etc.) that mimic typical automotive products triggers conceptual familiarity to reinforce the masculine theme for beauty products.

 Beauty products, visual displays, and other related materials may include automotive themed graphics, labels, and instructions. The data can be, for example, a leaflet of a systematic product organized in a format such as a leaflet of a service or product provided by a major business line such as oil change or other automotive service. This leaflet mimics the template of a car leaflet to advertise beauty products in similar colors, terms, and graphics. The visual display may include graphics, symbols, and instructions that match the graphics, symbols, and instructions of a place that men frequently visit. By way of example, the material may implement a general automotive related practice of recording an automobile maintenance schedule, including the tag line "Time to Put Your Face on a Maintenance Schedule."

In another example, the slogan "Keep" is used to describe an aftermarket product for maintaining an engine that is free of gunks, oiled with the appropriate grade / type of oil, and protected by additives that minimize friction. it Clean.Keep it Lubricated.Keep it Protected. " By including the same slogan in the display of beauty products, the display can be integrated with the environment of car-related venues, and male customers can be educated through similarities to car activity.

 In another embodiment, the beauty product itself is configured to resemble other non-cosmetic products that are provided in places where men frequently visit. In one embodiment, the outer packaging of the men's beauty product is dimensioned and configured to include the characteristics of the vehicle, such as configured in the shape of a typical one quart motor oil bottle (see FIGS. 7 and 8, and the description below). In another embodiment, the overpack may include additive bottles, coolant bottles or jugs, fuel systems / automatic transmission lubricating oil systems / engine treatments or bottles of protectants, gasoline pumps, car batteries, tires, passenger cars, Or other familiar automotive products, such as trucks. In another embodiment, the overpack is configured in the shape of a familiar sporting product, such as a football helmet, football ball, baseball ball, basketball ball, soccer ball, or three-pack golf ball. In another embodiment, the cosmetic product is packaged in an overpack, such as a cigar box made of felt lined wood, for example.

Other examples include visual displays, product identifiers, cosmetic products, and other components that use packaging styles, terminology, instructions, labels, and graphics used by non-beauty services provided in places where men frequently visit. If men's favorite places are car-related places, graphics can be checked checkered flags, monster trucks, race cars, sports cars, a drop of motor oil, or motor oil. Easily recognizable car graphics, such as bottles, race tracks, conical traffic cones, tires, and traffic signs. The graphics may include a familiar car image (such as a sports car) indicating the concept of a car, or silhouettes of other accents, stripes, patterns, colors, and the like. These graphics may be provided on visual displays, product identifiers, and cosmetic products. In one embodiment, the location is an automotive service shop that provides car service following a two-stage cleaning process or a three-stage cleaning process, such as a three-stage cleaning process for cleaning fuel systems and engines. The cosmetic product and associated data incorporate the same two or three steps, such as step 1: cleaner, step 2: treatment, step 3: prophylactic agent. The cosmetic product may be configured to include other instructions, methods, or steps used in automotive (or other men's frequent) locations.

In another example, the packaging and / or visual display of a beauty product may use terms and vocabulary from places where men frequently visit. That is, the terminology of the product is tailored to the industry where men often visit. For example, in one embodiment, a place that men frequently visit is a car-related place, and visual displays and product packaging of beauty products may include automotive terminology and vocabulary (eg, preventive agents, high potency, three-level systems, performance, maintenance, etc.). ). In a further embodiment, the packaging and / or visual display of a beauty product is a standard term typically used in many beauty product retailers (eg, a cleanser, moisturizer) to further distinguish the product from other beauty products. (moisturizer, moisturizer), etc.) are omitted.

An embodiment of a system 700 for selling a beauty product to a male customer is shown in FIG. 7. The system includes a display case 712 that includes a visual display 710 and one or more product display shelves 714 that display one or more cosmetic products 716a, 716b. The cosmetic products 716a, 716b may be packaged in a motor oil bottle-shaped outer wrap 716a, or just another package 716b configured like a cigar case, by some examples. The cosmetic product and product display shelf is located on top (or product display) of the display case 712. The bottom of the display case includes a storage unit 722 that can securely store additional products and materials.

Floor displays and brochure holders also play an important role in disseminating brand specific points, educational materials, and detailed product information of purchase materials related to men's beauty products. Collectively, the foregoing with regard to purchase materials are actually product identifiers that facilitate the identification of male beauty products.

The visual display 710 includes information about the beauty product. In one embodiment, the visual display includes a dispenser of a product identifier, such as brochure holder 724 for brochure 726. The visual display may include a floor stand 726 for mounting on a floor or counter or table, or the visual display may be mounted on a wall or other location. The visual display may also include one or more automotive graphics 730, such as a checkered flag or finish line. The visual display may include a log or slogan 732 that matches a familiar car slogan, tag line, color, font, and graphics. The visual display can also include a description 734 that matches the familiar automotive service manual. The visual display may include other components, such as graphics, instructions, templates, colors, images, symbols, phrases, formats, labels, etc., which include features of places that men often visit, such as those of automobiles.

In one embodiment, display case 712 occupies a small space of 12 ¾ "W (width) x 12 ¾ L (length) x 60" H (height). The mobile product display is compact, making it easy to move the display to a different location within the car-related area for a narrow car-related location. For ease of movement and transport of the display case, the display case may include wheels 724. The display case 712 may be positioned next to the floor display and brochure holder for maximum marketing effect.

In one embodiment, the removable product display and storage unit 712 has two separate locking mechanisms to prevent theft of the product. The upper display portion 720 of the mobile product display and storage unit 712 is generally transparent with adjustable shelves 714 instead of glass to minimize safety concerns in retail and service centers and facilitate transportation. Made of fiberglass material. The actual male beauty product or sample product 716 generally refers to and is described in the visual floor display and brochure holder described above, and the point of the product information brochure / purchase material is that this display and storage unit is designed for maximum marketing efficiency. Displayed inside, customers can immediately see the gist of the actual beauty products and purchase materials mentioned on the floor display.

The lower portion 722 of the mobile product display and storage unit has a separate locking mechanism and, in one embodiment, includes a base cabinet made of powder-coated sheet metal. The base cabinet is ideal for storing inventory of men's beauty products on display in the upper showcase area, as well as for storing essential points for purchasing materials, spare stockpile of product brochures and training materials.

As shown in FIG. 8, in one embodiment, one or more cosmetic products 801, 802, 803 are packaged in an overpack 810 of similar dimensions to a motor oil bottle. Specifically, the outer packaging material 810 includes a lower box portion 812 and an upper flap portion 814. Cosmetic products 801, 802, 803 are located in the lower box portion 812, which includes a window 820 for viewing the cosmetic products 801, 802, 803. This envelope 810 includes a step or shelf between the portions 812 and 814. Top cover portion 814 extends the rear panel of lower box portion 812 and extends upwards over the top portion of the box to resemble the top section of the motor oil bottle. This top cover portion includes a description of the round cap 816, similar to the screw-on cap of the motor oil bottle, on the top portion of the overpack 810. Top cover portion 814 also includes an angled edge 822 on one side of lid 816. The upper and / or lower portion may include a matching line or indentation 824 similar to a groove for grasping the overpack and giving an automotive look. The shape and characteristics of the upper lid portion 814 give the outer packaging material 810 the shape of a bottle of motor oil, which may be referred to as a "motor oil bottle shape".

The combination of men's frequent environment and cosmetic product display and packaging effectively compares skin maintenace and car maintenance, making men's skincare concept more comfortable and logical for male customers. Automotive aftermarket by following the concept of using a familiar automotive routine as a new approach to helping men understand the concept of proper masculine skincare by comparing the need for proper maintenance of the vehicle with the need for proper skincare. The product is the perfect starting point for the packaging of men's beauty products. The unique features of automotive aftermarket products that are tailored for cleaning, maintenance and repair are also shared by basic skincare products, along with the benefits of a framework that men often look for. Thus, product packaging and visual displays align the concept of male skincare with activities that non-beauty men frequently do, in this case, car maintenance and repair.

3 is a flowchart illustrating a process of marketing a beauty product to a male customer according to an embodiment of the present invention. The process includes providing 310 a visual display (e.g., kiosk) having information about the cosmetic product (e.g., initial product information), and installing 312 the visual display at a place where men frequently visit. Include. Thus, the method includes providing information about the beauty product in the visual display and (optionally) providing access to the beauty product. The method may include placing 314 beauty products in places that men frequently visit, and optionally placing 316 beauty products on visual displays (eg, on counters or shelves of kiosks 10). Can be. If the beauty product is located at a place that men often visit, the method includes providing 318 a beauty product for sale at that place. After a customer selects and picks up a beauty product from a kiosk (or if a physical product is stored in a separate storage area in another section of the store), the customer simply tells Cashier the product. You can pay for it (you can receive the product). Cashiers and employees at the site do not need to interact with each other to help sell beauty products, nor do they have to have physical training or knowledge about any product. In another embodiment, if there is no inventory of a cosmetic product in place, informational material may be available at the site that directs the customer to a website, retail store, or other location from which the customer can purchase the cosmetic product. Can be. In this case, the method includes distributing 320 identifying the beauty product to places where men frequently visit, and instructing the customer where to buy the beauty product, 322. As mentioned above, the method may include handing out a product identifier, such as a paper ticket or an e-ticket. As shown in FIG. 3, the method may result in selling 324 the beauty product to a male customer, whether or not the beauty product is present at a place that men frequently visit.

4 is a flowchart illustrating a process of marketing a beauty product according to another embodiment of the present invention. According to this embodiment, a non-beauty related service is provided at a place where men frequently visit (410). This man's favorite place has a major line of business unrelated to beauty products, such as car retail, car service and sports equipment sales. This service is provided where men often go. For example, in one embodiment, a place frequently visited by men is an oil change service shop, and the method includes performing an oil change or an automobile repair in an oil change service shop. This can be done with a conventional oil change in the oil change service shop and the repair of machines and equipment. In another embodiment, a place that men frequently visit is a sporting goods store, and the method includes selling sports equipment at a sporting goods store. Places that men often look for and the non-beauty services they provide include unique features that can be included in beauty products and visual displays, as described above.

The method also includes providing a visual display with information about beauty products for men to places where men frequently visit 412. This visual display is configured to attract the attention of male customers in places where men frequently visit. Including visual advertisements, product displays, free samples, videos, and other features that can attract the male client's attention can be appealing to the male client. Thus, the visual display may be a signage (electronic or otherwise), product sample, or other visual material that may attract the attention of a male customer. In one embodiment, the visual display is designed to attract the attention of a male customer waiting for a car service in a car service shop. In another embodiment, the visual display may be a male customer by matching one or more unique features of a non-beauty service provided at a place that men often visit, such as using a car or sport theme, graphics, packaging, and labels. Is designed to attract attention.

This method can also be used in specific places within the places that men often look for in response to the customer's attention, for example, when a customer has access to visual displays or promotional materials to learn more about beauty products. Providing additional information regarding the beauty product. This additional information may be provided in leaflets, brochures, product samples, and other handouts that provide more detailed information about the cosmetic product. The visual display may also include a computer to browse the beauty provider's website, a video providing additional information about the beauty product, a phone to which the customer can call the helpline for more information, and / or a product. Other displays may be provided that provide detailed information about.

In step 420, the customer receives a product identifier distributed at the store or location, which has a product name, SKU number, UPC code, barcode, description, and the like. This product identifier may be a paper ticket, a flyer, a brochure, or the like. Alternatively, the product identifier may be provided electronically to a customer's mobile phone, computer, or PDA, or computer accessible by a store clerk or off-site provider. Alternatively, the product identifier may be provided to a reader that is encoded into an electronically readable medium (eg, a barcode) and retrieves product information from the electronically readable medium.

In step 422, the cosmetic product is provided to the customer based on the product identifier. In this regard, if the beauty product is available at the location, the beauty product is provided to the customer at that location and sold (424). For example, the product may be sold at a kiosk, vending machine, or from a receptionist at that location. Alternatively, the product identifier is passed to a fulfillment center to order the product at that location, and the product is delivered from the fulfillment center to the customer. In another embodiment, the customer simply receives a handing out product identifier, and a purchase is made and sold 424 when placing an order later or at home or elsewhere.

5 is a flowchart of a process for marketing a cosmetic product according to another embodiment of the present invention. The method includes acquiring (510) a visual display having information about a beauty product for men, and providing (512) this visual display to places where men frequently visit. The method also includes configuring the visual display to attract the male client's attention (515), and providing 513 the male client with additional information about the beauty product in response to the male client's attention. do. The method includes a step 520 of distributing material identifying a beauty product at that location, for example a product identifier. If the cosmetic product is stored at the location, the method includes providing the beauty product at the location 514, optionally providing the beauty product at a visual display 516, and the beauty at the location. Providing 518 a product for sale.

In one embodiment, the method also includes monitoring the customer's buying habits and preferences. Where men frequently find kiosks are located, they can monitor the number of customers approaching the kiosk, the number of customers who take flyers or call the telephone number of the telephone consultation service, and the quantity sold. The location may also have an optional wall 24 to adjust the kiosk to include a private space that is somewhat inconspicuous, and monitor whether this increases the number of customers accessing the kiosk.

In one embodiment, the method may also include using existing knowledge and expertise of a business that men often look for in terms of purchasing preferences of male customers. Men's frequent businesses are new concepts, new products, and targeted marketing campaigns that appeal to male customers' preferences and can have expertise in reaching male customers. For example, an automotive service center may use its experience with male customers to install visual displays where male customers can easily recognize them, and to grab the male customer's grass, symbols, manuals, The visual display can be configured to match with other components. As another example, an automotive parts store may place a visual display in a particular area of the store where the customer can comfortably look around. The same can be done for home improvement stores, sporting goods stores, or electronics stores. The beauty provider can tailor the shopping preferences of male customers by relying on the expertise of the places men frequently visit. In addition, if the employee of a place where men frequently visit is a male employee, the visual display may market the beauty product to these male employees as well as the male customer of the place. Male employees in places that men often visit are difficult to access because they are an important part of the male population and existing retail channels of men's beauty products do not adequately handle their shopping preferences or meet their beauty needs. It is the base of an inherent male customer.

In one embodiment, the method includes providing a visual display and / or a product free of charge at places where men frequently visit. For example, in the automotive industry, automotive retailers expect to provide add-ons products and other products to end customers, and wholesale car suppliers expect new ways to sell their products as well. Suppliers generally provide incentives to their customers (usually distributors, quick oil changers, and repair-maintenance stores) for sale. For example, major oil companies compete with each other by offering them free service equipment as an incentive for quick lube operators to sign multi-year supply agreements. This practice is not limited to oil distributors, but includes automotive parts (fan belts, filters, batteries to tires), lubricant additives and cleaners (fuel additives for engine treatment), shop supplies ( It is also used by distributors and suppliers of parts washers and floor cleaners).

In the past, however, the incentives provided in this regard were only automotive or travel related incentives. The present invention provides, as part of the transaction, a new way to improve competitiveness within the automotive industry (or other industries) by allowing suppliers to provide beauty products and / or visual displays for free. The retailer or retailer has no direct cost of using the beauty product display because his wholesale supplier will provide a free installation of the beauty product display to compete for a supply contract. This partnership is very profitable and profitable for everyone involved in this supply chain. Using lubricant as an example, the oil supplier will continue its relationship with the retailer, the lubricant distributor willingly maintain the supply contract with the retailer, and the retailer will attract customers at no additional cost and direct costs to increase revenue. With new ways, male customers have easy access to high-end branded beauty products and training materials in nothing more than waiting for the car's oil change.

Similarly, a beauty product supplier may agree to provide a visual display free of charge to a place that men often visit, and even agree to pay for the place to maintain the visual display, or obtain from a sale of a beauty product. You can also share the profit with the place.

In one embodiment, the method includes providing a visual display at places where one or more men frequently visit. For example, a chain of oil change stations could provide a display in each store's waiting room, so the customer would expect to see a cosmetic product display at each oil exchange, and the customer would be able to Even when you don't need it, you can go to the oil change station specially because of the beauty products. Each store may have one visual display. Or one store may have more than one visual display in the store. The same can be said for chains of home improvement stores or sporting goods stores.

In another embodiment, a method of marketing a beauty product to a male customer includes cross-promotion of a beauty product and a non-beauty product, such as an automobile product or service, for example. In one embodiment, the cross-promotion includes providing a coupon or a discount for an automotive product, or vice versa, upon purchase of a beauty product. In another embodiment, cross-promotion may include group-based social e-commerce services, such as those provided by Groupon® (registered trademark of Groupon Inc., Chicago, Illinois, USA). Promoting both beauty and non-beauty products and services. Group-based e-commerce purchasing services offer significant incentives to try out all of the products and services that consumers normally use from the new sales company, or offer significant discounts on interesting opportunities for consumers to try something new. If a consumer has a group deal, the car service or product may be exchanged at a local car related location where such product is traditionally sold or performed. A consumer who wants to see a real men's beauty product before making an agreement can visit a car-related place that is capable of testing a sample of a men's beauty product. Cross-promotion and discounts will attract new customers to auto stores, so with little or no prepaid costs for business owners, store traffic will increase and encourage auto store owners to advertise and stock up on beauty products.

In one embodiment, the men's beauty products described above are cross-promoted with general car maintenance products and services. For example, men's beauty products can be significantly discounted, along with free oil changes or other specific products or services that can be exchanged at a local automobile venue, or with coupons or discounts on unspecified products or services at a local automobile venue. Can be provided. Automotive products and services that are cross-promoted with men's beauty products through Internet-based or other campaigns are available through conventional car retail and service facilities, or mobile locations that provide essentially the same functionality: Can be supplemented through the 'vehicle facility'.

In one embodiment, the automotive service promoted with the beauty product is, for example, oil change, cooling system flush, transmission fluid flush, fuel system service, tire, brake, filter, battery, It has similar features and functions as beauty products in that it relates to preventive maintenance and repair, such as shock / struts, belts and general vehicle repairs. In another embodiment, with the purchase of a full price of men's beauty products combined with the price of a free car service, expensive car maintenance services, such as transmission oil service, are provided free of charge, and the shopper is provided with a male beauty product and a car. All products can be purchased at a significant discount. Similar cross-promotion, for example, with other automotive maintenance services such as cooling system flushes, three-stage fuel systems or engine services, or with automotive products of consumables such as wiper blade sets, air and cabin filters, brakes, batteries or tires , Can be performed. In one embodiment, a male beauty product cross-promoted with an automotive product or service includes one or more features of the automotive product or service, as described in more detail above.

In further embodiments, systems and methods for marketing a beauty product include providing a website and visual display that matches the composition of the beauty product at a place that men frequently visit. For example, if the place that men frequently visit is an automobile related place, the website of the beauty product is provided similarly to the automobile website. For example, the website of a beauty product may include a car image, an automotive language (eg "New 2010 Models", "Best in Class", "year-end clearance"). to make room for new models "," dealerships "," starting at "and" MSRP "prices," Summer Sales Event ", "0% risk for qualified buyers on all 2010 models", etc., and a similar configuration to the car website (menus, thumbnail photos, list of choices, Specifications, and "fully-loaded" or luxury features, broker contact information). The beauty product itself may be called "2009 model", "2010 model", etc. depending on the year. Thus, the website of the beauty product reinforces the automotive-related theme of the beauty product. A visual display and / or product identifier located at a car-related location (or a place frequented by other men) may refer to this website providing customers with more information about the product.

In another embodiment of the present invention, a method of marketing a beauty product to a male customer includes providing a car themed video advertisement or commercial that includes features of a commercial of a new car, a dealership, and a car service. Include. For example, the video advertisement may include car images, shots inside and outside the car, and videos of roads or tracks. As another example, the video advertisement may include a photo or video of an automobile repair or quick lube bay, along with a car and a uniformed technician. Commercials can explain the need for regular skin maintenace in analogy with the need for planned car maintenance. The same car tag lines, logos, slogans, descriptions and terminology described above with respect to visual displays and beauty products may be included in video advertisements and automotive-themed websites. Elements of these various marketing systems provide a car theme that is cohesive across the entire beauty product line.

A wide variety of men's favorite places can employ this marketing method. These places can be categorized into approximately three layers. The first tier includes, for example, (A) automotive oil quick changers (Jiffy Lube, Pennzoil, Valvoline Instant Oil Change); (B) car dealerships (Ford, Toyota, Chrysler, BMW, Cadillac, Audi) with both retail and service capability, motorcycle dealers (Harley Davidson, BMW Motorcycle, Kawasaki), truck dealers (GMC, Ford, Toyota Truck), And sales and service facilities for automotive vehicles such as used and new car dealers; (C) auto repair and maintenance shops (Aamco, Meineke Car Care, Midas, Pep Boys, Goodyear Tires, Sears Auto Center); (D) automotive fueling stations with or without separate service areas (Shell, Chevron, Texaco, Unocal 76); (E) an automotive detail station (Super Wash), such as a car wash; And (F) automotive service shops and service stations, such as the ARCO Smog Pro. These are just a few examples of car service shops, and this list should be considered illustrative and not in any way limiting. Many of these service shops have dedicated waiting rooms for customers to use while waiting for their car service. Detained audiences who are basically waiting in this type of store are basically stuck in place because they cannot easily leave the service shop until the end of the service and have nothing to do but look around the waiting room while waiting. to be.

Another group of places that men often visit can be classified into a second class. This tier includes auto parts and supplies stores (AutoZone, Kragen Auto Parts, Pep Boys retail stores, NAPA, CarQuest, Al & Ed's Autosound). The customers of these stores are not detained audiences because they are not waiting for the service of the vehicle to end and can leave at any time. However, when they browse the store, the cosmetic product display may take time to see if the cosmetic product display catches their attention.

Finally, the third tier of places men often visit include: (A) Home Depot, Lowe's, Ace Hardware; (B) electronics stores (Circuit City, Best Buy, Fry's, Radio Shack); And (C) non-car-related places frequented by men, such as sporting goods stores (Big Five, Chick's, Sports Chalet, Sports Authority) and sports venues.

In addition to electronics stores, home improvement stores, and other men's favorite places in the United States (just a few examples include Radio Shack, Best Buy, Circuit City, Fry's, Lowe's, etc.), auto parts and supplies stores (only Some examples include car oil change and repair shops (including only Pep Boys, Midas Auto Centers, Goodyear Tire Centers, and Sears Auto service centers) without including NAPA, CarQuest, AutoZone, and Kragen Auto Parts. More than 100,000), these kiosks can reach a very wide customer base. In comparison, the number of high-end department stores with dedicated shelf space for men's beauty products is relatively small (for example, 39 Neiman Marcus stores, 157 Nordstrom stores, Dillard's 330 stores, etc.) And Macy's 80 stores).

If the place where men often look for has a dedicated waiting room (eg, a car wash, a repair shop, an oil change station, and an agency), the display may be located in this waiting room. The place then gains the added benefit of improving the waiting room and keeps the customer in the waiting room longer while waiting. This is very beneficial for car repair centers with a limited number of service areas. These repair centers would prefer that the vehicle not take up valuable space, waiting for the vehicle to be repaired rather than coming back later. As the waiting room improves, customers are ready to go to the car as soon as they are ready, so the auto repair center can take action on the next car waiting more quickly.

If there is no waiting room clearly defined where men often look (e.g. gas stations, auto parts stores, electronics stores, home improvement stores), they may be placed in any convenient space at that location, such as near other products or shelves. have. If the place that men frequently look for is a gas station, the display may be located near a gas station pump or in a petrol station's mini mart, or using a video display on the pump with beauty products nearby or in a mini mart. The pump can be integrated with a display (for example, many Shell gas stations use pumps with integrated video displays).

In one embodiment of the present invention, a customer enters a store to get a car service. Depending on the service required, the customer can wait in the designated waiting room or leave the vehicle in the store and come back later. In case of general maintenance service, the customer will wait. In the case of repair services, if the repair takes a long time or the facility is very crowded, the customer may decide to leave the vehicle. Initially, the customer visits the service facility with a particular service in mind (ie oil change, brakes, or tires) and leaves once the service is over. In one embodiment, the interaction between the customer and the store proceeds as follows:

1. The customer enters a service facility or quick lube with a vehicle in need of service.

2. The customer is greeted by a service writer, sales representative, customer service representative, or other employee.

3. The customer tells the service recorder the service they want for the vehicle.

4. The service recorder writes in the vehicle's Service Ticket.

5. Customer goes to designated waiting room and waits until repair is finished.

6. The customer looks through the waiting room to find a seat.

7. Customers look around and are conscious of television, soda / coffee / candy vending machines, magazines, newspapers, service brochures, and newsletters.

8. The customer spends time waiting to use the amenities provided by the facility or to wait for something from home.

9. The customer sees the beauty product display in the waiting room and approaches it.

10. The customer reads a beauty product brochure, watches a beauty product video, and / or views a beauty product packaging.

11. The customer has the option of making a direct call or contacting the product website for more information.

12. The customer is satisfied with the information provided and decides to report and buy the price of the clearly marked beauty product.

13. The customer takes the cosmetic product or pick-up ticket from the display and goes to the cashier counter.

14. The cashier either enters the price of the beauty product into the cash register or receives a pickup ticket to replace the packaged beauty product.

15. The customer is expected to pay for the cosmetic product first, or until the vehicle is ready for payment along with the service fee.

16. The customer's vehicle is ready.

17. The customer's name is called.

18. The customer goes to the cashier and pays for the vehicle service and, if not already paid in step 15, the price of the beauty product.

19. The customer receives a written receipt.

20. The customer receives the car key.

21. Customer leaves service facility with vehicle and purchased product.

In another embodiment, a customer may go to a store primarily to purchase beauty products, not to purchase automotive parts or services. The interaction between the customer and the store can be as follows:

1. Customer enters service facility or lubricant exchange.

2. The customer goes directly to the designated customer waiting room.

3. The customer sees the beauty product display in the waiting room.

4. The customer reads the beauty product brochure, watches the beauty product video, and / or views the beauty product packaging.

5. The customer has the option of making a direct call or contacting the product website for more information.

6. The customer is satisfied with the information provided and decides to report and buy the price of the clearly marked beauty product.

7. The customer takes the beauty product or pickup ticket from the display and goes to the cashier counter.

8. The cashier either enters the price of the beauty product into the cash register or receives a pickup ticket to replace the packaged beauty product.

9. The customer pays for the beauty product.

10. The customer receives a receipt with a description.

11. The customer leaves the service facility with the purchased product.

In one embodiment, the customer enters a vehicle dealership for automotive service, which may or may not be under warranty or may be part of an extended service package. Depending on the service required, the customer can wait in the designated waiting room or leave the vehicle in the store and come back later. In the case of general maintenance services, customers will usually wait. In the case of repair services, if the repair takes a long time or the facility is very crowded, the customer may decide to leave the vehicle. If the customer chooses to wait, the customer first visits the service facility with a particular service in mind (ie oil change or repair during warranty) and leaves once the service is over. In one embodiment, the interaction between the customer and the distributor proceeds as follows:

1. A customer enters a car dealership service facility with a vehicle in need of service.

2. The customer is greeted by a service recorder, sales representative, customer service representative, or other employee.

3. The customer tells the service recorder the service they want for the vehicle.

4. The service recorder writes in the vehicle's service ticket.

5. Customer goes to designated waiting room and waits until repair is finished.

6. The customer looks in the waiting room to find a seat.

7. Customers look around and are conscious of television, soda / coffee / candy vending machines, magazines, newspapers, service brochures, and newsletters.

8. The customer waits and spends time using the amenities provided by the service facility or waiting for something from home.

9. The customer decides to stretch the leg, walks around the vehicle show window and looks at the vehicle on display. This option is available in retail showrooms selling new or used cars, as well as car dealerships that have both service areas for repair and maintenance. Customers waiting in the service area can walk around and explore the retail area.

10. The vehicle salesman comes up to the customer, who has the option of commissioning the vehicle or continuing to look around.

11. The customer sees the area where the travel and vehicle make / model specfic related items and gears are displayed. The customer approaches and looks around the area.

12. The customer looks at the display of the beauty product in the vicinity or in the customer waiting area and is conscious of a car-themed visual display and beauty product.

13. The customer reads the beauty product brochure, watches the beauty product video, and / or views the beauty product packaging.

14. The customer has the option of making a direct call or contacting the product website (if a computer is available) for more information.

15. Find information about easy-to-understand beauty products as customers refer to and compare familiar cars in part. The customer is satisfied with the information provided and decides to report and buy the price of the clearly marked beauty product.

16. The customer takes the beauty product or pickup ticket from the display and goes to the cashier counter.

17. The cashier enters the price of the beauty product into the cash register or receives a pickup ticket to exchange the packaged beauty product.

18. The customer is expected to pay for the cosmetic product first, or until the vehicle is ready for payment along with the service fee.

19. The customer's vehicle is ready.

20. The customer's name is called.

21. The customer goes to the cashier and pays for the vehicle service and, if not already paid in step 18, for the beauty product.

22. The customer receives a written receipt.

23. The customer receives the car key.

24. The customer leaves the service facility with the vehicle and the purchased product.

In another embodiment, a customer may go to a vehicle dealership primarily to purchase a vehicle, not to purchase a vehicle part or service. The interaction between the customer and the dealership can proceed as follows:

1. The customer enters a vehicle dealership.

2. The customer is greeted by a car salesman.

3. Describe the type of vehicle the customer became interested in during a test drive and is considering a purchase.

4. The customer is informed of the options available from the dealer and the options provided for the test run.

5. The customer offers a vehicle and negotiates with the salesperson or dealership manager.

6. The customer reaches an agreement with the salesperson about the purchase of the vehicle.

7. The customer says he will wait in the office or in the showroom waiting room while his credit report is run and documents for the transaction are completed.

8. The customer visits a retail area where a vehicle product / model specific gear is being sold for coffee, soda, or water, snacks and magazines, television, or to spend time.

9. The customer sees the area on which the travel and vehicle product / model specific related items and gears are displayed. The customer approaches and looks around the area.

10. The customer sees the beauty product display near or in the customer waiting room and approaches the display.

11. The customer reads the beauty product brochure, watches the beauty product video, and / or views the beauty product packaging.

12. The customer has the option of making a direct call or contacting the product website for more information.

13. The customer is satisfied with the information provided and decides to report and buy the price of the clearly marked beauty product.

14. The customer takes the beauty product or pickup ticket from the display and goes to the cashier counter.

15. The cashier either enters the price of the beauty product into the cash register or receives a pickup ticket to exchange the packaged beauty product.

16. The customer pays for the beauty product and receives a receipt.

17. The documents of the customer to be signed are prepared.

18. The customer's name is called.

19. A customer enters into a car purchase deal with a dealer.

20. The vehicle is ready for customers to take. The salesman accompanies the customer and goes to the vehicle to check the basic characteristics of the vehicle.

21. Customer leaves dealer with vehicle and purchased product.

In another embodiment, a customer may go to a car dealership primarily to purchase beauty products, not to purchase auto parts or services. The interaction between the customer and the dealership can proceed as follows:

1. The customer enters a vehicle dealership.

2. The customer goes directly to the waiting room or to the area where the vehicle product / model specific gear and travel-related goods are sold.

3. The customer sees the beauty product display in the waiting room.

4. The customer reads the beauty product brochure, watches the beauty product video, and / or views the beauty product packaging.

5. The customer has the option of making a direct call or contacting the product website for more information.

6. The customer is satisfied with the information provided and decides to report and buy the price of the clearly marked beauty product.

7. The customer takes the beauty product or pickup ticket from the display and goes to the cashier counter.

8. The cashier either enters the price of the beauty product into the cash register or receives a pickup ticket to replace the packaged beauty product.

9. The customer pays for the beauty product.

10. The customer receives a receipt with a description.

11. The customer leaves the agency with the purchased product.

In another embodiment, a customer may go to an auto parts store to purchase parts or maintenance related items primarily. In this embodiment the interaction between the customer and the auto parts store can proceed as follows.

1. A customer enters a vehicle parts and supplies store.

2. The customer goes straight to the counter, requesting parts that are stored out of reach of people behind the counter, or looking for items that are publicly displayed in the store.

3. A customer looks around the store.

4. The customer sees the beauty product display and approaches there.

5. The customer reads the beauty product brochure, watches the beauty product video, and / or views the beauty product packaging.

6. The customer has the option of making a direct call or contacting the product website for more information.

7. The customer is satisfied with the information provided and decides to report and buy the price of the clearly marked beauty product.

8. The customer takes the beauty product or pickup ticket from the display and goes to the counter.

9. The cashier either enters the price of the beauty product into the cash register or receives a pickup ticket to replace the packaged beauty product.

10. The customer pays and receives a receipt for the beauty product and other parts and supplies they purchase.

11. The customer leaves the dealership with the purchased vehicle parts and beauty products.

In another embodiment, the customer is not an automobile store, but may go to a place that men frequently visit, other types of places that male customers visit, such as electronics stores, sporting goods stores, and home improvement stores, for example. . The interaction between the customer and the place can proceed as follows:

1. A customer enters an electronics store, a home improvement store, a sporting goods store, or another place that men often visit.

2. A customer looks around the store.

3. The customer sees the beauty product display, recognizes the electronics / home improvement / sports or other theme on the display and approaches the display.

4. The customer reads the beauty product brochure, watches the beauty product video, and / or views the beauty product packaging.

5. The customer has the option of making a direct call or contacting the product website for more information.

6. The customer is satisfied with the information provided and decides to report and buy the price of the clearly marked beauty product.

7. The customer takes the beauty product or pickup ticket from the display and goes to the counter.

8. The cashier either enters the price of the beauty product into the cash register or receives a pickup ticket to replace the packaged beauty product.

9. The customer pays for the beauty product and other items and receives a written receipt.

11. The customer leaves the agency with other items and beauty products purchased.

6 is a flow diagram of a process for marketing a beauty product according to one embodiment of the invention. According to this embodiment, the facility that men frequently visit is a gas station, and the display device is a display of a gas pump. The process begins at step 600 by the lubrication pump recognizing that the operator has stopped at the pump. This can be done, for example, by detecting that the driver has inserted a credit card or started refueling.

In step 602, the gender of the person who is filling up is identified. For example, the refueling pump may include software that prompts the user to enter gender information manually, or automatically detects the gender based on information encoded in a credit card provided by the user. Credit card information may be provided by manually entering the card or by a radio frequency device (such as a gas card wand). In step 604, if the gender is identified as a male, the software accesses the data storage device in step 606 to retrieve information about one or more beauty products targeting the male. The retrieved information can be any visual and / or audio presentation, including a video about the product or information about the product. This presentation may be interactive, allowing the user to select a particular section of the presentation or to request additional information. This interaction may be enabled by a keypad or touch screen monitor on the oil pump.

In step 608, the retrieved information is shown on a video display of the oil pump, for example the oil pump. In step 610, the software determines if the user has indicated a desire to purchase the product. For example, the user may enter "yes" or "no" as instructed or may select a particular product by touching the keypad or touch screen. If the answer is yes, then at step 612 the purchase price is paid to a credit card, e. If no credit card is provided or the user does not want to pay by credit card, the ticket is simply provided by the gas pump. The user takes the ticket, goes to the cashier, finds the product, and pays the price if it is not paid at the fuel pump. Although the method has been described above with respect to beauty products, other types of products can be marketed in this manner as well. For example, health foods, self-help educational materials, gifts, and other items can be advertised on visual displays of places where men frequently visit.

As described above, embodiments of the present invention provide a novel method of marketing a beauty product to a male customer at a place where men frequently visit. This method is cost-effective, economical, convenient, comfortable, advertised directly to target customers and provides easy access to beauty products, without the drawbacks associated with conventional advertising and marketing through retail channels. It provides a reliable, private way.

Claims (31)

A system for marketing beauty products to male customers,
Beauty products for male customers;
Places frequented by men that perform major business lines not related to the beauty product;
A visual display located at a place frequently visited by the man and providing information about the beauty product; And
Product identifiers for handing over from places where the man frequently seeks to identify the beauty product
Including,
The beauty product is configured to include features of the primary business line of places where the male frequently visits. The method of claim 1,
The place frequently visited by men is an automobile-related place that provides an automobile product or service, and the cosmetic product is configured to include features of the automobile product or service. The method of claim 1,
The place frequently visited by men is automobile-related places, and the cosmetic product is configured in the shape of a motor oil bottle. The method of claim 1,
The visual display is configured to include the feature. The method of claim 1,
Wherein the feature comprises a feature of an automobile. The method of claim 5,
The system further comprises a webpage containing the features of the motor vehicle for advertising the beauty product. The method of claim 1,
The feature includes a distinctive product shape. The method of claim 7, wherein
The unique product shape includes a motor oil bottle shape. The method of claim 1,
The feature includes instructions. The method of claim 9
The instructions include a three-step maintenace routine of the vehicle, wherein the cosmetic product is configured to include a three-step maintenance routine for the cosmetic product. The method of claim 1,
The feature includes a car theme. The method of claim 1,
The feature includes automotive graphics. The method of claim 1,
The beauty product is located in a place that men frequently visit. The method of claim 13,
Wherein the visual display includes a display case located at a location frequently visited by the male and the cosmetic product is displayed on the display case. The method of claim 14,
The frequently visited location by the man includes the automotive business, the cosmetic product includes a motor oil bottle shape, and the visual display includes automotive graphics. A system for selling beauty products to male customers,
Automotive venues that provide automotive services or products;
A cosmetic product configured to include a feature of the automotive service or product; And
A visual display located at the vehicle-related location and including a car graphic providing information about the beauty product.
System comprising a. The method of claim 16,
And the visual display comprises a display case and the cosmetic product is located in the display case. The method of claim 17,
The vehicle-related location provides an automotive product, the feature comprising a shape of the automotive product. The method of claim 18,
Wherein the shape comprises a motor oil bottle shape. The method of claim 16,
Wherein the car-related venue provides a car service having at least two stages, and wherein the cosmetic product is configured to include the at least two stages. The method of claim 16,
The feature includes one of a car graphic, car theme, car silhouette, car wrap, car manual, or car shape. As a way to market beauty products to male customers,
Providing automotive products or services to places where men frequently seek to conduct major automotive businesses not related to beauty products;
Providing a visual display having information about a beauty product for a male customer;
Configuring the beauty product to include a feature of the automobile product or service;
Placing the visual display at a place that the male frequently seeks; And
Providing beauty products for sale at the place where the men frequently visit
≪ / RTI > The method of claim 22,
Configuring the beauty product comprises including a car-themed graphic, label, or description in the beauty product. The method of claim 22,
Cross-promoting the automobile product or service with the beauty product. The method of claim 22,
Providing a web page having a car theme, the web page providing information about the beauty product. As a way to market beauty products to male customers,
Providing automotive products or services to places where men frequently seek to conduct major automotive businesses not related to beauty products;
Providing a webpage having information about a beauty product targeted to a male customer and having an automobile characteristic;
Providing a visual display having information about the beauty product and providing a webpage address of the beauty product; And
Arranging the visual display at a place frequently visited by the male;
≪ / RTI > The method of claim 26,
Configuring the beauty product to include a feature of the vehicle. The method of claim 27,
Providing the beauty product for sale on the web page. The method of claim 28,
Providing a beauty product for sale at a place frequently visited by men. As a packaging container for grooming products for male customers,
A box portion having a front panel and a rear panel;
Grooming products located within the box; And
A window in the front panel of the box for viewing the grooming product
Including,
The packaging container being configured similarly to a motor oil bottle, to resemble a motor vehicle in the grooming product. The method of claim 30,
And the rear panel comprises an upper portion comprising an inclined edge and a bottle cap or representation thereof.

Images